BrandDunk

Branding the World of Sports

Golfsmith backs Sergio Garcia at Masters

Posted by ZA on March 26, 2009

Golfsmith is backing Sergio Garica, but not sponsoring or endorsing the Spaniard.  Instead they are putting a wager on him to win the Masters, well sort of…  What is for sure is that Golfsmith’s new promotion will get people, who participate, rooting for Sergio Garcia to win the 2009 Masters.

The offer from Golfsmith is that anyone who buys select TaylorMade drivers at Golfsmith will get their money back if Sergio wins at the Masters.  You buy a driver for full retail price, then if Sergio wins you get your money back but get to keep the club.  Pretty cool, huh?  I bought my new TaylorMade driver last year so unfortunately I’m not eligible.

But I still like the promotion because its unique and will draw attention.  It is also a smart bet for Golfsmith because most golf experts would say that Sergio is a long shot to win the Masters.  Sergio has yet to win one of golf’s majors, although he came close at the British Open before choking it away on the final holes and in a playoff.

The Golfsmith promotion was already written up in AdAge and it will probably get a lot of attention in the golf community and blogosphere.  So even if Sergio does pull of the miracle victory at Augusta National and Golfsmith has to pay up for all of the TaylorMade drivers they sell.  The attention generated on the promotion will still be worth the cost to Golfsmith.  Golfsmith is receiving some positive brand exposure for offering the promotion and they will probably sell a few extra TaylorMade drivers.  So to me it is a smart move by the golf retail giant.

Click here to shop at Golfsmith.

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